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What IS it about One Direction ? Marketing Genius

on April 23, 2014

Marketing and writing are totally intertwined nowadays. Writers are often called upon to help with social media work and marketing folks are asked to write all the time. The lines have been blurred so much in the past few years, that having both skills will absolutely get you lots more paying work!

One Direction Craze

I have an absolutely beautiful, smart, and sweet granddaughter that just turned twelve in February. I could tell you the story about her miracle birth, but then I’d be sobbing all over my keyboard and would not be able to get another thing done tonight. Suffice it to say she is very special, even as first grandchildren go!

But lately, it seems that her brain has been infected by this little boy band that her Poppa calls “Wrong Direction.” I am not sure when or how it happened, because unfortunately her and her younger brother and sister live in Tennessee–which is about 600 miles away from us. But she seems as addicted to this band as if she were on some sort of illicit drug. So what is the World’s Best Grandma supposed to do in a situation like this? That’s right– feed the addiction! There are One Direction concerts this summer– guess who is gonna be there? (Anybody I can talk into taking her besides me!)

One Direction Bracelet 

Whenever there is something that is uber-popular (The Partridge Family, Star Wars and Journey while we were growing up– how’s THAT for dating myself?) all sorts of merchandise, pictures, and news stories are created around that brand– One D is no exception! Marketing keeps them at the top of every twelve year old girl’s mind– and keeps that money train rolling.

One great thing I found is this way cool leather bracelet with silver hearts and a One Direction plate that Penny Auctions Canada asked me to review for them. My Erica has not seen it yet, but she is gonna love it. It is made of braided pink leather and is absolutely adorable. It really is a nice quality, and is the perfect size for her as well.  It comes in black, red or pink– and there are lots of other types on the website, too. I’d not seen this site before, but they have some really cool jewelry, clothes, and things for the home as well. Just neat stuff that is really unique.  So please go– check them out and give them some love! If you have a “Directioner” in your house or your family– they will love this bracelet. (By the way, if you are going to that One D concert anyway….)



Marketing Genius!

Just how does a band filled with young, not so remarkably talented boys from the UK become the hottest thing going in the US?  Sound familiar in some ways? Do the Beatles ring a bell? John, Paul, George, and Ringo turned out to be amazingly talented and they left us with a lasting musical legacy that will live on long after the last of them is gone and buried. One Direction, not so much! beatles invasion

What did happen was multi-faceted campaigns on Twitter, Tumblr, Facebook and YouTube that built them an insatiable tribe of young American girls, even before they landed in the United States for the first time.  Yes, X-Factor judge Simon Cowell is behind all this genius marketing strategy, which started on the internet four months before their first single was even played on American radio. During that time, the band increased their Facebook fan following by almost 400,000.

So back to that Beatles comparison– both of these bands came from the UK and both set America on fire! It seems that American teenagers have not changed much in the past 50 years, and someone (Uncle Simon, apparently) was smart enough to recreate that winning formula to put Liam, Niall, Harry, Zayn, and Louis on top. one direction



32 Responses to “What IS it about One Direction ? Marketing Genius”

  1. I don’t get it myself, but then again, I was into NKOTB back in the day like the girls are into 1D today – and my mom probably didn’t get it, either.

  2. coolchillmom says:

    1D is not my thing but definitvely agree on the marketing genius, brilliant!

  3. I think it is just like every other boy band over the years, the young girls love them and will buy anything with their image or logo on it.

  4. Hey Robin! I was into NKOTB too!
    Wow; crazy the things we get obsessed with when we are that age! Thankfully my boys haven’t gotten smitten with One Direction yet. But I know quite a few girls in my neighborhood that have.

  5. Sarah Bailey says:

    I used to escape from the 1D crazy into US bolt holes on the internet and then it started coming from there as well! I don’t get it :( lol x

  6. Teenage girls love One Direction to the point it’s crazy, it’s like every other boy band through out the years.

  7. I bet you just made the best grandma ever list for her. I hope she enjoys the concert.

  8. I actually like some of their songs. I didn’t know it was them so it is legit that I like the song.

  9. Lady Lilith says:

    I have heard the name but I am not familiar with any of their songs.

  10. Pam says:

    I only know one of their songs by name, but they always seem to be on one radio station or another!

  11. becca says:

    One Direction is definitely taking over everywhere. the girls love them.

  12. Rose says:

    My 15-year old daughter spouts facts about each of the band members like they are family. I think their music is kind of catchy and they don’t set a bad example that I’ve seen, so more power to ‘em. :)

  13. That’s a very cute bracelet. I’m sure any One Direction fan would love it!

  14. lawna says:

    Young girls go crazy over these boys. They would probably buy anything with their name on it.

  15. Liz Mays says:

    The bracelet is so, so pretty whether you like One Direction or not! I love it!

  16. Pam says:

    I was Beatles crazy but the only merchandise I remember buying were their records. I actually think this bracelet is pretty and I think the name One Direction is genius.

  17. Amber NElson says:

    Simon Cowell drives me crazy, but the man is a genius.

  18. Veronica says:

    Well I think you have to be a pre-adolescent girl to get what the big deal is with One Direction. Lol. And they have British accents so I totally get it.

  19. That is a great braclet, I like a few of their songs but I’m not really a fan.

  20. Melanie says:

    I hope she enjoys it! What a great special thing you did!

  21. Toni says:

    That is a super cute bracelet. For Christmas, we got my sisters and daughter tickets to see them and they are counting down the days LOL

  22. LOL I think they have maybe 2 songs that I can listen to without feeling weird. They are no Backstreet Boys or N Sync, that’s for sure ;)

  23. Dawn says:

    What was it about Justin Bieber, too? I have no idea why many of these bratty teens get so popular, lol.

  24. I personally do not listen to One Direction, but that bracelet you got to review is very pretty!

  25. CouponDiva says:

    all going back to four young men from Liverpool calling themselves the Beatles (the “One Direction” of their era -they were THAT hot…. :D )

    • dgabbard says:

      Yep! I am still sad they broke up before I was old enough to see them. John Lennon was my favorite.

  26. Veronica Lee says:

    I have not heard of One Direction. Gotta check them out!

  27. krystel says:

    this is awesome i love this very cute

  28. Claire D says:

    Okay, I have to admit I like a few of their songs. Heard them on the radio ad nauseum and then one day actually found out who sang them. How embarrassing.

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